Thesis of BBA-01

THESIS-01

MACON

Chapter 1: Introduction

1.1 Introduction of the Study

There are many cement brands available in the market make the brand selection a difficult process. This study focuses on studying the impact of influencer recommendation in customer purchase decision process in selecting cement for construction. This will give an insight into the market and try to identify the major influencer which reality influences the customer during cement purchase

1.2 Background of the Study

Now-a- day brand preference is an important issue to select a quality brand. This study is important because by this study, we can find out consumer attitude, perception, preferences about cement brand. There are numbers of brand available in the market, we have chosen cement brand because of it is an important thing to construction. So we need to find out how to prefer cement brand from the market. This study can helps a customer to find out a good cement brand. Company knows that which area they should improve.

1.3 Objective of the Study

The general objective of the study is to assess customer cement brand preference. To know how to make decision to purchase cement. What are the criteria of choosing a cement brands. Which cement brand are most popular in the market. How people evaluate a cement brand. What should have done a cement company in future. It is difficult to satisfy a customer, so by this study to knowing, what should have done to satisfy a customer.

1.4 Scope of the Study

This study includes direct interaction with the customers and this helps to know the customer satisfaction level and to great accuracy. This study is of importance to the company which will know the following factors:-Setting time, Attractive packaging, Brand image, Quick delivery time, Availability, Durability, Gypsum Price factors. So, scope of this study is to achieve customer satisfaction because customer satisfaction and quality maintenance is company’s primary objective.

1.5 Limitations of the Study

A major limitation of the study was the difficulty in identifying customers of cement in Bangladesh. Some of the customer were not intended to responses and as such show no interest in the study. Another major problem of the study was the difficulty in getting respondent was not wanted talk with us.

1.6 Significance of the Study

This study has a number of significance to us. The study will also determine factors customers consider before purchasing cement.  It is believed that when the factors customers consider before purchasing cement are met, it could make the customers satisfied with the product and give good account of the company as well. It can helps customer to compare a brand rest of the brands in the market